Marketing Analytics Roadmap Methods, Metrics, and Tools /

• Main Author: Rackley, Jerry (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berkeley, CA : Apress : Imprint: Apress, 2015.
• Subjects: Business.; Management science.; Business and Management.; Business and Management, general.

Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that they are getting a return on their marketing investment. And to get that ROI number, you need analy...